Twitch has grown in Finland over TikTok and Twitter

Twitch is the silent executor of social media marketing

Twitch has 1.3 million monthly users in Finland

The world's most popular player streaming service continues to grow in Finland as well. Harto Pönkä has compiled the services used by Finns Review of Social Media 7/2022 -show, where Twitch had 0.78 million active users. However, according to its own statistics, Twitch is bigger than this, with 1.3 million active monthly users. With these numbers, Twitch has grown over TikTok and Twitter in Finland. According to Harto, these social wastes have (data from DNA Digital Lifestyles 2022 -study) both have 1.2 million monthly users. These Twitter viewers spend 13.7 million hours a month watching content from their favorite creators. 

Let's put that 1.3 million into perspective. According to Statistics Finland, there were slightly more than 5.5 million in 2022. That means that 23% of Finns watch Twitch every month. Still, marketers haven't found it, and Twitch is regularly overlooked in all the "most popular social media service" news. It is still thought to be only the players' own channel, where people are watched as they slaughter virtual pixels. However, the truth is that Twitch has very versatile content, e.g. music, cooking, traditional sports and travel.

Twitch on suositumpi kuin TikTok

Millennials and Gen Z

Twitch audience demographics are also worth looking at. Statistics show that 74% of Twitch users are millennials and Gen Z. This presents a huge opportunity for companies trying to connect with a group of users with purchasing power. 

Millennials (born between 1981 and 1996) and Generation Z (born between 1997 and 2012) are two demographic groups that are changing the face of today's society. Both generations are known for their digital skills and are often referred to as digital natives.

Millennials grew up in a world of rapid technological change. They value experiences more than material possessions and are more likely to prioritize their personal and professional development. They are also known for their strong social responsibility and desire to make a positive impact on the world.

Generation Z, on the other hand, is the first generation that has grown up with the internet and social media present everywhere. They are highly networked, with many using multiple devices and platforms at once. Generation Z is also more diverse and socially aware than previous generations and they value diversity and inclusion.

Both millennials and Gen Z are highly influential in shaping today's society and are important demographics for businesses to understand and engage with their customers. Whether it's digital marketing or in-person experiences, businesses must adapt to the needs and preferences of these tech-savvy and socially conscious generations to thrive in today's fast-paced world.

Twitch goes against the grain - Short vs. long videos

Like for example Troot, Ping Helsinki and Bonfire Agency have said on their website that the market has, with the growth of TikTok, also discovered short videos. These short videos, i.e. shorts, have also found their way to YouTube, and since the beginning of February, YouTube has even paid for the views of the shorts. However, Twitch is going against the grain. As other social media platforms move towards increasingly shorter videos, Twitch reports that the average viewing time for their content is up to 95 minutes per day. It is not at all unusual for the viewer to start the day with the content producer, spend three or four hours in between school or other personal matters, and then come back to watch the end of the broadcast.

From a marketing point of view, trying to summarize the matter in an 8-10 second video is quite different than having the brand present for the entire 5 hour broadcast. Because of that, marketing on Twitch is also different, and there it is possible to achieve cross-cutting awareness of the entire field. Perhaps the most significant thing about Twitch is the involvement of the audience and the interaction that occurs with the content producer. However, in terms of communication, live broadcasts are completely different in nature than comments left on a picture or video.

Source of data:
Harto Pönkä and Twitch

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